Reliance digital
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Reliance digital Presentation Transcript

  • 1. Consumer & Brand Experience beyond Brand Communications ………….
  • 2. What really is Consumer Experience ? Consumer experience is the sum of all experiences a consumer has with a business, over the duration of their relationship. From: • Awareness • Discovery • Attraction • Interaction • Purchase • Use • Cultivation • Advocacy It is an integral to Retail Marketing …………and now practically entails all Brands ….in the Era of “ Experiential Marketing “ ……..
  • 3. Consumer Experience Model – Retail Industry Experience Dimensions Accountability Accessibility Reputation Employee Empowerment Flexible Personal Attention Responsivness Functional Dimensions Service Delivery Service Quality Consumer Experience If positive Repeat/Loyal consumers
  • 4. • At Reliance Digital, you get to touch, try and feel every product before you make your decision. • The specially designed Experience Zones (for high-end entertainment systems like home theatres, televisions, home and car music systems) simulate exact conditions to familiarize you with your product. • The trained staff will be only too happy to understand and advise on the optimum choice of products meeting your needs. • What more, Reliance Digital is backed by Reliance ResQ, the service arm that is available for support all 7 days and fully geared to provide end to end solutions. • For more information, log on to www.reliancedigital.in
  • 5. Retail Research to Identify the construct of Consumer Experience parameters in a Technology Retail Context
  • 6. Consumer Base Purpose The research was done by a combination of Qualitative & Quantitative research QUALITATIVE SURVEY To find out and list down the Parameters defining Consumer Experience EXPERT GROUP DISCUSSION To form a Hypothesis on the Ranks of the Parameters of Consumer Experience QUANTITATIVE SURVEY (i) To test the Hypothesis formed after the Expert Group Discussion (ii) To assign Weightages to the parameters COMPARITIVE STUDY To evaluate the Consumer Experience Score for RDRL Store vis-à-vis Croma and identify the areas for improvement RDRL: Exit Interviews – 70 Home Interviews –30 Croma: Exit Interviews – 15 Vijay Sales: Exit Interviews – 15 RCP Staff : (at 4A-Business Center, RCP) RDRL Questionnaire Survey inside the Store RDRL: Exit Interviews – 27 Croma: Exit Interviews – 30 Vijay Sales: Exit Interviews – 11 130 9 100 68 Consumer Profile Age: Between 24 – 55 years Age: Between 24 – 55 years Age: Between 24 – 55 years Age: Between 20 – 55 years Gender: Male – 119 Female – 11 Gender: Male – 9 Female – 0 Gender: Male – 92 Female – 8 Gender: Male – 67 Female – 1 Marital Status: Married – 78 Unmarried – 52 Marital Status: Married – 7 Unmarried – 2 Marital Status: Married – 72 Unmarried – 28 Marital Status: Married – 59 Unmarried – 9 Occupation: Service – 108 Business – 22 Occupation: All RCP Staff Occupation: Service – 88 Business –12 Occupation: Service – 56 Business – 12 •The approach adopted was to carry out first a Qualitative Survey which would identify the parameters, follow it up with a group discussion to arrive at a hypothesis for the ranking. •This was then followed by a quantitative survey which led to assigning weightages for each parameter.
  • 7. The key parameters of Consumer experience in a technology/digital store are as follows  Ambience • • • • • • • Store is Huge Store is Spacious/ Not too Crowded Store is Beautiful/ Good Décor/ Music Store is Neat & Clean Store is Bright & well lit Store has Good Displays Store is Well Organized (Products are at their proper logical place)
  • 8. The key parameters of Consumer experience in a technology/digital store are as follows  Pre Purchase Support • • • • Staff is Courteous Staff is Friendly Staff is Helpful/ Co-operative There is enough staff to attend/ Got immediate and proper attention by SA/ SA have knowledge • Processes are quick (Billing etc)
  • 9. The key parameters of Consumer experience in a technology/digital store are as follows  Post Purchase Support • Delivery was on time (as preferred by the customer) • Demonstration is on time and it was conducted properly • Installation was on time, without hassles and was done by experienced persons • Repair/ Servicing/ Replacement is done at the store itself • Complaint Handling Practice is simple and efficient • Commitments are kept
  • 10. The key parameters of Consumer experience in a technology/digital store are as follows  Product & Pricing • • • • • • • • Availability of product details Freedom to Touch & Feel Transparency/ Fairness Competitive Prices Promotions & Offers EMI Facility Choice of Brands/ Models Assortment of Products
  • 11. The key parameters of Consumer experience in a technology/digital store are as follows  Other facilities • • • • • • • • • Restrooms are properly marked Escalator/ Lift is provided Facility is provided for old people to sit and relax Games are provided to engage children while the parents shop Old People are offered water Online Order/ Phone Order can be placed Proper Packaging is provided (not a carry bag) Locational Convenience Good Parking Facility
  • 12. Consumer Experience in the Technology Retail Context Overall 8 key Broad Parameters … 1. 2. 3. 4. 5. 6. 7. 8. Choice of Brands/Models Assortment of Products Freedom to Touch and feel Promotions & Offers Competitive Prices Locational Convenience In store Ambience Pre Purchase Support
  • 13. Reliance Digital vs Croma ratings CONSUMER EXPERIENCE RATING 6.51 7.13 Consumer Experience Index 8.30 Freedom to Touch & Feel 5.87 6.47 Promotions & Offers Parameters 9.20 7.73 8.43 Locational Convenience 8.00 Ambience Croma 9.53 7.07 7.10 Choice of Brands/ Models 7.73 Pre Purchase Support 8.97 6.60 7.13 Competitive Prices 7.80 8.17 Assortment of Products 0.00 2.00 4.00 6.00 Average Rating 8.00 10.00 Reliance Digital
  • 14. How external facade appears to the consumers
  • 15. EndCap Display & Merchandizing
  • 16. Easy Navigation from one floor to another
  • 17. Vibrant Colourful exteriors
  • 18. Reliance Resq Delivery
  • 19. Easy cash counters
  • 20. Accessory selling
  • 21. Product SBU‘s clearly Identified
  • 22. Consumer friendly product merchandising
  • 23. In Store Activations & events
  • 24. LCD display – Wide Range
  • 25. Home theatre experience for the customers
  • 26. We care ……
  • 27. ATL – Press AD: promotions & offers
  • 28. www.reliancedigital.in
  • 29. Peshwa Acharya Contact – 93211 41038 Peshwa.expert@gmail.com